The visual direction of this concept focuses on utilising typography and grid to emphasise trial, error and experimentation invloved in crafting the perfect flavour pairings. Further, conceptually drawing on mixology practices of layering through the architectural overlapping of type and illustration.

Additionally, type-focused system components such as the use of stamp-like elements draw subtle connotations to chemistry and scientific experimentation. Thus, communicating a sense of iteration undertaken in the menu construction process. Grammatical implementations into the branding system and logo such as the use of square brackets reinforce the concept of adding, editing and extracting components.